Our story begins one day in the Venezuelan Andes, with a cup of coffee roasted that morning by our host, the Coffee Grower.
It’s 1986. Long before baristas. Long before gourmet coffee shops. While traveling through the Lara region of Venezuela, in the foothills of the Andes Mountains, we were invited to visit una hacienda de café (coffee plantation).
As we discovered, the secret of the flavor is in the art of roasting, and after a lot of trials and taste testing with local coffee gurus, we learned how to roast just like the Coffee Grower.
These growers don’t roast for volume or speed, they roast for quality – a way of getting the best out of that bean that they themselves plant, farm, harvest and dry.
There’s a lot to it, but mostly it’s about how you heat the beans in roasting, taking them from the green grano (seed) to a perfectly roasted bean. We had the fortune to receive this marvelous gift of knowledge from the Grower – how to roast coffee the way he does.
After the discovery, and the learning, came the transferring of that roasting. So we did, to Northern California.
Puroast® was born and offered as a “smooth, less bitter” coffee. Local co-ops, natural food stores and gourmet shops were our first customers. The taste was a hit. But, there was something else happening that we didn’t anticipate.